With more than 1500 attendees, 45 speakers and a cherry red Tesla, the second annual AppSphere was a total success. After 5 days in Vegas, you can bet there was probably a little too much poker, a ton of interesting breakout sessions, and a lot of tweets coming from the application intelligence event of the year.

It would be hard to imagine a more appropriate speaker or more relevant message than David Kirkpatrick’s closing general session at AppSphere 2015, “The Techonomic Future of Business.” An esteemed alumnus of Fortune magazine, founder and CEO of Techonomy Media, and author of The Facebook Effect, Kirkpatrick described the technology trends he sees shaping the future not just of business, but of everything — and the future he describes is precisely the one AppDynamics was created to support.

Smartphones were the start of the tectonic shift toward a world that is fully interconnected and always on. But Kirkpatrick sees those “rectangles of glass” as a “crude technology that we will bypass” as more efficient, more ubiquitous means of interacting with data evolve.

Until then, though, the dominant forces are mobility and the cloud, combining to accelerate the pace of everything, and making user experience and speed the drivers of competitive differentiation. The idea of every company being a software company, a technology company, is no longer debated; it is the reality, and leaders need to figure out how to digitally transform to embrace it, or they simply will not survive.

Kirkpatrick described “the end of industries” as we know them now, with boundaries blurring, entrepreneurship exploding, and smart startups with brilliant ideas able to easily find funding to aim their slingshots at industry behemoths. You can’t have this conversation without mentioning Uber and AirBnB, but there are going to be new examples soon (I hope!); Kirkpatrick throws Tesla in, and Google, too, for good measure.

“Software is knitting everything together in a new kind of integrated universe,” he said. It is blurring the distinction between our offline and online worlds, simply taking care of things without our intervention. And like it or not, we won’t have the option to opt out. Sensors, cameras, and connected devices are increasingly surrounding us. We have to hope that the algorithms that control them will be guided by a moral compass that reflects the best of our human values.

So to sum up, what are the big game-changers in Kirkpatrick’s view? The Internet of Things, or the Internet of Everything as he calls it. Augmented reality like the Microsoft HoloLens and Google Cardboard. And innovations like Blockchain, a primary enabling technology for Bitcoin. (It will be interesting to see how those latter two play out.)

The common denominator for all of it is software. And that brings us back to AppDynamics. We have the platform that makes sure the software works. And by “works,” we don’t mean just making sure there are no interruptions, slowdowns, or hiccups in performing the functions all these applications are designed to do. It is also leveraging the immensity of data those applications generate every millisecond to derive insights that make the products better, the interactions more meaningful, and the enterprises behind them more successful. And hopefully in the process, make the world a better place.

Because for us, it’s not just about succeeding in the marketplace and becoming the next great software company, though we fully intend to do that. It’s about leveraging technology to help create the kind of world we want to live in, and a future that exceeds our wildest imaginings.

For these five days of AppSphere, 1,500 technology experts listened and shared their visions. We inspired and got inspired. And while each of us has our own piece that we focus on in our own companies and enterprises, the common threads are obvious. The common direction is obvious. As we scatter back to our homes and businesses in every corner of the world (every continent except Antarctica was represented At AppSphere, though they must use a lot of software in those scientific stations — next year!), we’re all better equipped to build a future that’s not just more convenient and efficient, but more meaningful and compassionate.

To close, I want to extend our thanks to all of our expert presenters, to David Kirkpatrick for a truly inspiring finale, and to everyone who attended. See you in Vegas again next year!

David Kirkpatrick counts Mark Zuckerberg as one of the true visionaries of our time. The ideas in this image are from a letter he wrote to his daughter about his hopes for what technology can do for the world.

AppDynamics AppSphere 2015, our second annual worldwide user conference, got off to a rousing start with a day jam-packed with exciting announcements, great presentations by an impressive roster of client companies, and exciting interaction with partner companies, AppDynamics engineers, and our valued clients. If you’re not here, I’m sorry you’re missing out, but here are the highlights of day one.

For starters, AppSphere is more than twice as big as our first conference last year. We have more than 1,500 registered attendees; 1,000 will participate in training over these four days. Our partner companies have sent 300 attendees — a testimony to the rich, deep ecosystem AppDynamics has created. Today I talked to clients and partners from all over the U.S., the Netherlands, Brazil, and the UK, and I talked to reporters from the U.S., Mexico, and Japan. And that still leaves about 1,480 people I haven’t talked to yet!

The enthusiasm of this big crowd is palpable, and understandable. These are the people who are at the forefront of the massive shift to digital taking place in every enterprise, in every industry. And they recognize that AppDynamics is one of their most valuable partners to help them succeed in their transformation.

Debut of the AppDynamics Winter ’16 Release

Day one started with a review by AppDynamics leadership of the trends driving business today, encapsulated in two words — ‘digital transformation’ — and what that means in terms of business strategy in general and software strategy in particular. From the everywhere bank that people carry on their phones to the Maasai in Africa conducting business on mobile phones, from connected cars to connected health care, ‘software is eating the world.’ And we’re in the thick of it.

AppDynamics was created specifically to serve the software-driven world. As our Founder Jyoti Bansal reminded us, our mission from the start has been to “ensure that the software applications today’s businesses depend on always deliver the expected business outcomes.” But the word we’re already outgrowing is “today’s.” Because the solutions we’ve created and are creating are also designed for the digitally defined businesses that are taking shape for tomorrow, too.

That posture was dramatically communicated as Jyoti and Chief Technology Officer Bhaskar Sunkara presented the new AppDynamics Winter ’16 Release (4.2), an across-the-board update to our Application Intelligence Platform focused on providing even greater support to enterprises engaged in digital transformation initiatives. It gives the clearest picture yet of users and their journey as they interact with applications and websites. It provides more comprehensive end-to-end views of application performance, across code and infrastructure, in context of business transactions. And it draws the connections between application performance and business performance with actionable insights that can improve business outcomes.

Among the specifics that Jyoti and Bhaskar announced for 4.2: Browser Synthetic Monitoring, User Sessions, Server Infrastructure Monitoring, MongoDB Monitoring, C/C++ support, dramatically enhanced Application Analytics, and more than two dozen new extensions. Read more details in our separate Winter ’16 blog post.

All-Star Clients and Partners Sharing Their Stories

The leadership presentations and the debut of the Winter ’16 Release were followed by two general sessions.

The Future of Enterprise IT, presented by Amazon Global Head of Enterprise Strategy Stephen Orban, focused on the shift from infrastructure to innovation. Orban’s enthusiasm for the cloud is unabashed, cultivated over a career that included Bloomberg and Dow Jones before arriving at AWS. The provocative question he posed was, “What if you could devote 30% more resources to your customers?”; those are the resources reclaimed by moving infrastructure to the cloud. His enthusiasm also extended to AppDynamics’ cloud migration support, calling it “one of the most effective tools to help manage data migration.”

From Code to Customers: The Digital User Journey, by Barclays Head of Barclaycard Technology Delivery Peter Gott, looked at the conversion in the financial services industry from a six-sigma point of view to a customer experience point of view. The industry is leveraging the important technology trends — self-service in the cloud, microservices, DevOps — to gain the responsiveness, speed, and efficiency needed to deliver satisfying customer experience. Not surprisingly, AppDynamics delivers the visibility, agility, cloud access, and DevOps collaboration needed to successfully create and sustain a customer-centric model.

The rest of the day (until the closing panel discussion) was devoted to breakout sessions, led by an all-star cast of clients and partners. We heard from The Container Store, Expedia, DigitasLBi,, Pivotal, Comcast, IHS, and NTT, as well as a number of AppDynamics experts.

The day finished with an engaging panel discussion on “Microservices as a Requirement for Agile Software-Defined Businesses,” led by our own Jonah Kowall, vice president of market development and insights. Panel members from Red Hat, Google, Microsoft, and DreamWorks were unanimous in their endorsement of microservices as one of the most important trends impacting development and operations, hand-in-hand with containerization — although it is not without challenges, particularly in terms of data access and integrity as microservices rapidly proliferate and interact. The panel was stacked in favor of microservices, but nonetheless, it’s clearly a trend that’s creating major impacts.

It’s hard to imagine how day two can top, or even match, the excitement and breadth of day one. But we might be surprised. I’ll recap tomorrow. Meantime, let me close with my favorite quote, posted on the conference app by August Azzarello of The Container Store: “Only AppDynamics customers are confident enough to send their IT staffs to a conference on Cyber Monday!”

The new release extends the capabilities of AppDynamics’ industry-first, application-centric Unified Monitoring solution, providing greater visibility into the user journey with detailed user sessions support, and expanded monitoring with Server and Browser Synthetic Monitoring and support for C/C++ applications. It also brings major upgrades to AppDynamics Application Analytics solution to provide richer, deeper insights into users, applications, and the correlations between application performance and business metrics.

Enhanced Unified Monitoring

AppDynamics Unified Monitoring provides industry-leading, end-to-end visibility from the end-user through all the application layers and their supporting infrastructure, enabling comprehensive management of end-user experience and application health.

In addition to general availability for Server Monitoring and C/C++ language support, the new release also introduces more than two dozen new extensions to expand AppDynamics’ monitoring capabilities to more application and infrastructure components, including many for Amazon Web Services. In addition, the new release brings numerous functional and usability enhancements for Java, .Net, Python, PHP, Node.js and Web Server monitoring solutions.

We are also announcing the Service Availability Monitoring (SAM) pack, which will be available as an add-on to Server Monitoring to help customers track the availability and basic performance metrics for HTTP services (figure 2) running on servers not natively monitored via an AppDynamics agent.

Fig 2: Service Availability Monitoring

General availability of C/C++ monitoring SDK

With the new release, AppDynamics now also supports monitoring of C/C++ applications via a monitoring SDK that enables the same real-time, end-to-end, user-to-database performance visibility as other supported languages, for rapid root-cause analysis and issue resolution.

Fig 3: C/C++ Application Performance Monitoring

These powerful capabilities are now available for C/C++ applications: automatic discovery and mapping of all tiers that service and interact with the C/C++ applications, automatic dynamic baselining, data collectors, and health rules, as well as managing key metrics including application load and response times, and key system resources including CPU, memory, and disk I/O.

Expanded Amazon Web Services monitoring with new extensions

Concurrent with the Winter ’16 Release, AppDynamics announced the availability of two dozen new extensions, including 19 for monitoring Amazon Web Services (AWS) components. These extensions are now available at the AppDynamics Exchange, joining more than one hundred extensions to enable monitoring application and infrastructure components not natively monitored by AppDynamics.

Fig 4: Extended coverage of AWS with new extensions

Powerful End-User Experience Monitoring

The Winter ’16 Release adds support for real-user sessions, providing a rich and detailed view into the user journey — what actions users take on a browser or a mobile device, step-by-step, as they move through the funnel, and how application performance impacts their journey. In addition, Browser Synthetic Monitoring becomes generally available. Together, Browser Synthetic Monitoring, and Browser and Mobile Real-User Monitoring with user sessions support, provide the industry’s most comprehensive view of performance from the end-user perspective in a single intuitive dashboard.

Sessions monitoring as part of Browser/Mobile Real-User Monitoring

With the Winter ’16 Release, AppDynamics Browser and Mobile Real-User Monitoring now tracks and captures a user’s entire journey on a website or mobile app from the start until a configurable period of inactivity, or start-to-finish of a transaction sequence. Sessions can be viewed for individual users or a class of users. Sessions data is invaluable for understanding funnel dynamics, tracking conversion and bounce rates, and seeing where in the sequence users had issues or disengaged. Performance issues and health violations and their causes are captured throughout a session, and the correlation with business impact can be captured, especially in conjunction with AppDynamics Application Analytics.

General Availability of Browser Synthetic Monitoring

Browser Synthetic Monitoring enables enterprises to ensure availability and performance of their websites even in the absence of real user load. Incorporating the highly regarded, open-source WebPageTest technology, Browser Synthetic Monitoring eliminates the variability inherent in real-user monitoring, and provides accurate measurements for baselining performance, competitive benchmarking, and management of third-party content performance. In addition to reporting on availability, Browser Synthetic Monitoring can be scripted to measure a sequence of transactions simulating an actual user’s workflow, including entering forms data, log-in credentials, and actions to test and ensure application logic.

Fig 6: Browser Synthetic Monitoring of US presidential candidates

Because it is a cloud-based solution, enterprises can scale their synthetic monitoring up or down as needed, schedule measurement jobs flexibly anytime 24/7, and choose which of more than two dozen points of presence around the globe they want to measure, and with which browsers. Measurements can also be set up to automatically re-test immediately on error, failure, or timeout to reduce or eliminate false positives for more intelligent alerting. There’s no need to wait for the next available testing window, by which time conditions may have changed. Browser Synthetic data can be viewed side-by-side with Browser and Mobile Real-User data in a single dashboard; Browser Synthetic Monitoring snapshots are also correlated with AppDynamics’ server-side APM for end-to-end traceability of issues.

Enhanced Application Analytics

AppDynamics Application Analytics is a rich, highly extensible, real-time analytics solution that gives IT and business teams deep insights into customer behaviors, and illuminates the correlations between application performance and business metrics. The updated Application Analytics provides support for more data sets, including all of AppDynamics APM data, log data, and APIs for importing/exporting external data sets; a custom SQL-based query language that enables unified search and log correlation with business transactions; a number of user interface enhancements and new out-of-the-box data widgets; and role-based access control.

These improvements allow enterprise users to immediately access rich customer profiles and behavioral data, and to quickly and conveniently perform customized queries to get the insights they need to more effectively engage their customers and make decisions that optimize business outcomes.

Event Correlation between transactions and logs

Business, marketing and performance data is typically siloed and in many different formats. Application Analytics auto-correlates business transactions data from APM and log data from machine agent to provide unprecedented end-to-end analytics into the digital user journey, and the corresponding impact on business metrics.

Fig 8: Log records during last 15 minutes

Fig 9: Correlation with Log and business transaction

Out-of-the-box visualization

This release introduces many new out-of-the-box visualization widgets to create interactive custom dashboards to provide actionable data. New out-of-the-box widgets include funnel widget to track drop off; user conversion widget; and widgets to do ad hoc analysis (multiple X and Y). Analytics widgets can be saved to custom dashboards, and reports can be scheduled for users and senior management.

Fig 10: Out-of-the box analytics visualization widgets

Role-based access control

In addition, role-based access control is added to AppDynamics Application Analytics, enhancing security for sensitive business and customer data, while at the same time simplifying access for users within the context of their permissions. It now enforces strict access control to analytics data by job function and supports flexible data access control by data type. It also unifies multiple logins thereby improving user experience and adoption inside organization.

Fig 11: Role based access control

An enhanced platform that is an essential pillar of digital transformation

As the world becomes increasingly defined by software, enterprises of every description are pursuing digital transformation to satisfy user expectations for always-on, always effective engagement, and to realize the competitive efficiencies and advantages of digital delivery. The AppDynamics Application Intelligence Platform, with the far-reaching enhancements of the Winter ’16 Release, is designed to provide the next-generation application support needed to help enterprises achieve the user experience and operational success that is at the heart of effective digital transformation.

AppDynamics and Accenture/Avanade are celebrating! We’re capping off the third year of our partnership by recognizing that both Accenture and Avanade have achieved Elite Partner status—AppDynamics’ highest level of partner recognition.

Our partnership is founded on the common drive to deliver exceptional client results, pairing world­-class technology with world­-class consulting. The AppDynamics Application Intelligence platform together with Accenture/Avanade offers not just “best-­of-­breed,” but rather, “best-­in­-show” business value to the Global 1000. Accenture’s Performance Engineering practice and Avanade’s Microsoft­-focused service lines are two areas where visibility into the heart of the application is essential.

Today’s enterprises want business metrics delivered in real­-time, know the customer better, fix defects in production faster, and improve overall customer service. Being in the code is key to achieve this, which includes code that is deep within the backend app server, middleware or database, as well as the code closer to the end­-user running on their browser or mobile device. If you can’t see the entire journey, you are not customer-­centric.

Avanade, a joint venture between Accenture and Microsoft, is just one example of how we are working together to provide customers with a world­-class application environment. Avanade specializes in helping customers exploit the full value of a wide range of Microsoft technologies as well as their own offerings. A few areas AppDynamics has been successful teaming include SiteCore digital platform solutions, Duck Creek solutions for the insurance industry, Hybris e commerce solutions and their new Digital Marketing Managed Services offering. To help their customers ensure the highest application performance, Avanade is providing clients with the option to utilize the AppDynamics platform to better monitor, identify, and resolve issues before they impact business operations both before and after production “go-­live.” In the end, clients not only get an innovative solution, but one that is easy to manage and troubleshoot upon conclusion of the engagement.

We are already looking ahead to a brand new year of partnership and the growth that comes from providing our customers with the power to innovate successfully. In the meantime, as new Managing Director of the Global Avanade/Accenture relationship, I’m personally excited about welcoming the clients and team members of Accenture and Avanade to AppDynamics AppSphere. Welcome to Vegas!

Less than six months since I joined AppDynamics and I can’t wait to fully immerse myself in the hype centered around AppDynamics AppSphere™ 2015 ‒ all because of our awesome set of stakeholders including employees, customers, AND partners.

In that time, I’ve worked with rock star partners ‒ and the pinnacle of this will be in Vegas, where we will have TRIPLE the number of partner and sponsor attendees at the extravagant Cosmopolitan.Rolling out the red carpet, Matthew? Done!

Here’s a highlight of what our partners can expect:

Tonight’s exclusive reception to mix and mingle with our executives.

Meeting our new CEO,David Wadhwani, during Partner Summit on November 30.

Seven. Those are the number of days we’re excitedly counting down until AppDynamics AppSphere 2015. And partners are playing a huge role at our second annual global user conference.

In true AppDynamics fashion, we’re rolling out the red carpet for our entire community, including partners and our customers. A perfect example is – and as Brad mentioned — Red Hat’s collaboration on the show.

Enterprises are shifting their focus from reduction of the operational overhead involved with managing existing applications to building high-performing new applications that fundamentally reinvent entire industries. Small, nimble companies initiated this innovation trend and now the major enterprises are taking it back. Nowhere will you learn more about what major enterprises, like Audi, Expedia, and Net-a-Porter, are doing to innovate through application development. AppSphere provides a great forum for continued education, enablement, networking, and collaboration amongst our customers and partners.

We have more than 50 unique partner sponsors, receptions, speaking sessions, panelists, and partner press that will demonstrate the power of the AppDynamics ecosystem to scale — deeply and broadly — digital transformation into the heart of the enterprise.

Apart from these partner insertion points, we’re happy to announce that our new CEO, David Wadhwani, will be addressing our partners for the first time. David’s keynote about his experience at Adobe for 13 years, driving digital transformation, and what he’s learned at AppDynamics over the past few weeks, will serve as the perfect beginning for our partner experience at AppDynamics AppSphere 2015.

As AppDynamics matures, a strong and vital partner ecosystem, across the globe, is core to our growth mission. This is the message David and Joe Sexton, AppDynamics President, plan to deliver to our more than 300 partner attendees at AppDynamics AppSphere 2015 Global Partner Summit on November 30, 2015.

With that said, we have two keystone events for our partners including:

With AppDynamics AppSphere™ 2015 less than three weeks away, our lineup of awesome speakers, presenters, customers, and partners continues to grow stronger each day. I’m thrilled to announce that Red Hat will serve as our lead sponsor for our second annual AppSphere in Las Vegas. As a Diamond Sponsor, Red Hat is coming to AppSphere in a big way!

“With Red Hat and AppDynamics, our customers at AppSphere will see the ADVANTAGE of our growing collaboration,” says Matthew Polly, Vice President of Worldwide Alliances and Business Development for AppDynamics. “Application development solutions and AppDynamics Application Intelligence are complementary—offering customers and developers the ability to efficiently develop powerful applications.”

Red Hat provides customers with open source tools and platforms to develop Java- and cloud-based applications. And AppDynamics, helps to optimize these applications for performance. John Bleuer, Vice President, Global ISVs and Alliances at Red Hat agrees. “Enterprises want applications that deliver exceptional performance at every phase of the software development lifecycle. By integrating AppDynamics’ Application Intelligence with OpenShift and Red Hat JBoss Middleware, developers have access to the visibility to help them develop and release high-performance applications.”

Our growing relationship with Red Hat will be a centerpiece of AppDynamics AppSphere™ 2015 . Highlights of Red Hat’s presence in Las Vegas include Red Hat Keynote at AppSphere Partner Summit, Breakout Sessions about Red Hat and Microservices, and panelists on our Internet of Things and Microservices Panel.

Application platforms are rapidly evolving to keep pace with innovations like containers, mobility, and microservices that are rewriting the rules for application developers. The ability to manage application performance has become a more critical driver for not just running the data center, but running the business. In this session, learn how AppDynamics and Red Hat are partnering to address this dynamic market. Explore how partners can leverage the AppDynamics-Red Hat relationship to develop go-to-market strategies that will give partners access to new buyers within your accounts, increase margins, and meet your customers’ needs of what’s next in application development and performance intelligence.

Come join this session demonstrating how you can use OpenShift, Red Hat’s Docker and Kubernetes-based platform for managing your devops environment, combined with the power of AppDynamics, to deliver a complete next-generation application environment for your enterprise. In this session you will see live demonstrations and learn how OpenShift’s orchestration and AppDynamics application monitoring combine to provide a seamless solution for driving your software development lifecycle while also providing insights into the health and effectiveness of your applications.

The Internet of Things (IoT) is the transformation occurring across less connected intelligent devices towards software driven and attached devices. As IoT grows, new use cases and businesses will emerge, requiring an agile development and operations approach. Today Gartner estimates the IoT touches 5 billion devices, but is expected to grow to 25 billion devices by 20202. This results not only in scale issues, but also increased demands on infrastructure and applications. Join Dr. Bob Callaway, Director of Solutions Architecture, IoT at Red Hat, with others as we discuss general IoT market and adoption trends, business/technology challenges for IoT, and key management issues for IoT.

Red Hat will also participate on our Microservices panel and host an invite only happy hour for joint customers. Haven’t registered for AppSphere yet? Use code REDHATCUST50 to receive a discounted pass by clicking here.

Bonus: See Chris Morgan from Red Hat talk about the partnership with AppDynamics

When we were planning our first user conference last year, we knew AppSphere would be special, but it was even more incredible than we had imagined.

We hosted hundreds of attendees from over 350 companies, 20 countries, and countless disciplines and backgrounds. But, it wasn’t just the sheer size and diversity of attendees that made it a landmark event: AppSphere 2014 was the first time AppDynamics had the opportunity to bring our worldwide community together in one place at one time. Attendees discussed how they are using our products to change the way they monitor their mission-critical applications; what trends they saw on the horizon; and what products and companies are making an impact on how business is being done in our ever-evolving, technology-driven world.

If you were there, you probably remember what a noteworthy event AppSphere 2014 was. In case you missed it, you can check out the highlights here:

This year, we’re excited to do it again, but bigger, better — with even more focus on bringing you the game-changing information you need to win in an increasingly competitive market.

AppSphere 2015 will be held at The Cosmopolitan of Las Vegas from November 30 – December 4 with three conference days and two days of free end-user training and we want you to join us.

Whether it’s through exclusive access to AppDynamics’ executives and engineers, hands-on training sessions, keynotes from industry innovators, information-packed breakout sessions, or peer-to-peer networking, you’ll leave with the intel you need to optimize your business in a software-defined world.

By attending AppSphere, you’ll also be the first to hear about the projects and product developments that the AppDynamics engineering team has been working on. Last year, AppDynamics CEO Jyoti Bansal gave a roadmap presentation where he unveiled new product features, including our Virtual War Room and Application Analytics.

Attendees will also have the chance to engage 1:1 with our engineers and see live demos of new and existing features in our Developer Lounge. When you add in free live training* (we’re offering over 13,000 hours of training this year!), the ability to engage with our partners to hear their insights on real-world infrastructures and workflows, and sipping a few cocktails during our party at Marquee, you’ve got a conference that will make the most of your time out of the office (with a side of fun thrown in!). Need to justify the trip? Let us help you Convince Your Boss.

As we continue to nail down the details for AppSphere 2015, we’ll be making some exciting speaker announcements, so check our agenda page for updates.

Want to get involved in AppSphere 2015? We’re also seeking breakout speakers — if you have an interesting success (or failure), practical how-to, proven best practice, or effective new approach to share, we would love to hear from you. Fill out our Call for Papers here.

AppSphere is back at The Cosmopolitan of Las Vegas November 30 – December 4. We hope you’ll join us for our second global user conference!

Over the next few months, we will share more conference details, like how you can become a speaker, what sessions to look forward to, opportunities for training, and the networking events that will make for another memorable experience.

*This isn’t a formal registration: you’ll still need to complete your conference sign-up and purchase your AppSphere ticket when our registration opens, but, by filling out this form, we’ll hold your seat for AppSphere. Note that filling out this form doesn’t require you to register for the event – so what are you waiting for?